Cultural Implications of Starbucks Consumption in China: Why do Chinese Have a Latte on their Mind?

Hersh, Garrett
(2016)
Cultural Implications of Starbucks Consumption in China: Why do Chinese Have a Latte on their Mind?
Undergraduate thesis,
under the direction of Elise Lake from
Sociology ,
University of Mississippi.

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Abstract

The aim of this thesis was gain a more comprehensive understanding concerning the Chinese consumers understanding of coffee and Starbucks in China as a luxury good. Considering China’s recent history, as well as the introduction of a capitalist, consumer economy, examining the Chinese consumers’ consumption pattern of this foreign, arguably luxury, good, is reflective of Chinese consumer ideals. A literature review analyzing the relationship between Chinese consumer ideals and the introduction of global consumerism, in addition to a set of interviews and surveys were conducted in attempts to understand the current Chinese consumption patterns of Starbucks coffee. After conducting the interviews and surveys it was concluded that Chinese consumers consume Starbucks coffee for the following reasons: they view coffee as an authentic Western product that reflects the characteristics of their ideal identity, that the consumption of coffee serves as a means to represent themselves as members of a higher class, and that Chinese consumers use this space as a “third place” – one that exists between the home place and workplace.